ECO-LABELS HAVE RESHAPED CONSUMER PREFERENCES, FOOD PRODUCTION, AND FOOD MARKETING. THE ORGANIC INDUSTRY IS NOW A $50 BILLION PER YEAR INDUSTRY, OVER 10% OF ALL WILD-CAUGHT SEAFOOD IS CERTIFIED SUSTAINABLE, AND MAJOR CONGLOMERATES ARE RACING UP TO SOURCE SUSTAINABLY AND MARKET SUSTAINABILITY. HOWEVER, CONSUMERS OFTEN MISUNDERSTAND ECO-LABELS, AS STUDIES HAVE SHOWN THAT ECO-LABELS IMPOSE IMAGINARY "HALO EFFECTS" ON THE PERCEIVED TASTE, HEALTHFULNESS, AND QUALITY OF PRODUCTS. CRUCIALLY, IT IS NOT KNOWN IF ECO-LABELS ARE VIEWED AS A MARK OF FOOD SAFETY, AS IT IS WITH ORGANIC. A HALO EFFECT OF FOOD SAFETY COULD CAUSE THE OVERCONSUMPTION OF ECO-LABELS. AND IF WIDELY EXPLOITED, THE HALO EFFECT COULD ERODE THE PUBLIC TRUST IN SUSTAINABLE AGRICULTURE. IN THIS SEED GRANT, WE DEVELOP A FRAMEWORK THAT WOULD ALLOW US TO QUANTIFY THE EXTENT AND THE CAUSES OF THE HALO EFFECT, ILLUSTRATE ITS IMPACT ON CONSUMER CHOICE/ DEMAND, AND TEST IF INFORMATION PROVISION CAN CORRECT IT. OUR RESEARCH SEEKS TO ADVANCE THE STATE OF KNOWLEDGE, SUCH THAT RELEVANT POLICY DISCUSSION CAN BE SET IN MOTION TO PROTECT CONSUMERS AND PRODUCERS.